City WokAmplified Affiliates:

Kimberly BakKristen BakJuan JuyAlex Ross

Background About Amplified Affiliates

• We are an internet based marketing agency located in Santa Ana, California.

• Our mission statement is to create content that inspires and educates the world.

• Our 5 year vision statement includes having annual revenues of $5 million consistently by providing excellent customer service and reasonably priced internet marketing services.

Current Marketing Strategy

City Wok

• Company Overview:o Mission statement: Noneo Vision statement: None o Objectives:

o Critique current online marketing strategyo Develop a new online marketing strategyo Ultimately, increase catering and online ordering sales for

City Wok Restaurants

Homepage Asian dining delivery chinese restaurant order chinese online

On the Menu Chinese food Beef chinese shrimp dinner city wok menu

Online Order Online order Chinese food Palm desert chinese

Catering Chinese catering City wok catering food catering

Locations & Company

None

Employment City wok employment jobs city wok restaurant jobs

News None

Contact Us None

Current Keyword Strategy

Current Keyword Strategy

Current SEO Keyword Rankings

Current SEO Keyword Rankings

Current SEO Keyword Rankings

Overview of Website SEONegatives:

• Press releases and news content section not regularly updated

• A few of website pages lack keywords

• Inconsistent content:o Descriptions of menu items are

not detailedo Not naming pictures with SEO

descriptions o Not utilizing a blog

• Employment page should match URL, currently its under the “Join-the-Team” URL

Positives:

• All pages have a description meta tag

• All pages have a title tag

• Currently utilizing using Yelp, TripAdvisor, Foursquare, Facebook and Twitter tags on the website

• Currently utilizing Google Analytics on each page of website

What Are Competitors Doing?• Panda Express is doing

similar website SEO as City Wok

• Panda Express is not utilizing a blog

• Panda Express is also not utilizing a current news or daily update section

• Heavy focus on connecting with customers via social media platforms

Website Layout & Lead Generation

• Landing Pages:

• No current landing pages found

• All pages lead directly to website pages

• Unable to track sales results and determine converisions

• How do you know what’s working?

• Utilizing “Left to Right” template:o People read left to righto Low recall and readership o Ideal for lead generation

• Utilizing Red and Yellow buttons which is great for lead generation

Catering• Catering is the greatest objective for

maximizing sales online

• Catering sales = Higher ROI

• No menu page is given

• No application/form to fill out

• Number is highlighted in red/yellow to stand out for lead generation purposes

• Page objective: Email or Call Stuart Davis

• Right to left template but nothing to click on the left (Catering button leads back to same page)

What Are Competitors Doing?• Catering Page:

• Download a catering menu

• Calling number

• Number and Menu in red colors

• Pick Up Stix is using “Right to Left” website template:o Not focusing on lead generation

o Focus for visitors to read the

website thoroughly

Email Marketing• Inconsistency of emails

(only 1 email sent in 2 weeks)

• Email coupons cannot be used for online ordering

• Emails consist of E-Club members and promotions

• Joining E-Club:o Offering free entree worth $8.00 for

signing upo Only able to choose from

Palm Desert and Studio City as favorite locations for coupons

What Are Competitors Doing?• Panda Express utilizes Email

marketing

• No free entrees for signing up

• “Forward to a Friend” emailing

• Links to “Food” & “Locations” sections in emails

• Emails consist of special offers, news, and product announcements

• Example: April Fish Day

Emailing Coupons• Coupon is in honor

of 24th anniversary

• Only two locations to choose from (No airport locations)

• Must print coupon in order to use coupon

• High concern of repeat coupon users

What Are Competitors Doing?• Panda Express and Pick

Up Stix use coupons

• Ability to print or show on mobile device

• Not using mobile scanning coupons which could improve tracking and repeatable coupon customers

Mobile Marketing• Current location-based marketing applications: Yelp,Yellow Pages,

Tripadvisor, GrubHub, MenuPages, Foursquare, Healthy Dining Finder, UrbanSpoon, ChineseMenu

• Pay-per-click ads such as mobile

display ads are not being utilized

• Not able to use coupons from mobile devices

(Must print from a nearby computer)

Pay-Per-Click

• Not utilizing Pay-Per-Click advertising• Focusing on organic search traffic

• Citywok.com = 590 organic clicks per month

• Pandaexpress.com = 60,000 organic clicks per month

• Panda Express have never used Google AdWords

Current Social Network Strategy

Facebook, Twitter, YouTube & GoogleNote: YouTube Channel Nonexistent

City Wok’s Facebook Page● 1087 likes

● Using the hashtags #CityWok and #ChineseFood

● Posting daily

● 0.1% of fans “liking” posts (not connecting and engaging)

● Lacking quick communication to customers

What are City Wok’s Competitors Doing?

City Wok’s Twitter Page● 231 followers● Using hashtags #CityWok

and #ChineseFood● 3 different locations in

SoCal listed but there are only 2 locations.

● Inconsistent posting (Between 5 and 6 days between Twitter posts)

● Linking Facebook postings to Twitter account

● No interactions/ retweets

How City Wok’s Competitors use Twitter

● Panda Express has yet to “tweet” on Twitter

● Panda Express About me section states: “Wish we could tweet but we’re busy wokking up Panda favorites. Orange Chicken, anyone? Connect with us on Facebook.”

● Pick Up Stix is linking Instagram posts to Twitter

● City Wok needs to stop tweeting, but keep the account active

City Wok’s Google+ Pages● Studio City: Not claimed, no updates,

profile picture from customer, city name is San Fernando Valley (no mention of Studio City)

● Palm Desert: Not claimed, no updates

● Virginia Airport: Not claimed, no updates

● Denver Airport: No Google Plus account

City Wok Google Maps Pages

• Pages have not been claimed

• Only utilizing one category

• No owner description comment

• Studio City showing San Fernando Valley

How City Wok’s Competitors Use YouTube

● Panda Express, Pick Up Stix, and P.F. Chang’s have YouTube accounts

● Producing video content of new products, promotions/video contests, and brand awareness

● Panda Express averages 4,000-5,000 views per video

● Pick Up Stix averages 1,000 to 2,000 views per video

How City Wok’s Competitor Uses Instagram

● Pick Up Stix “regrams” customers photos of them eating company products at their locations

● Pick Up Stix posts advertisements to introduce new products and let customers know of current promotions

Current Local StrategyDirectories: Yelp, Yellow

Pages & FourSquare

Current Local Search• Ranked #1 chinese food in Palm Desert • Ranked #3 chinese food in Studio City

City Wok’s Yelp Pages

Facts:

● Studio City: 173 reviews, 3.5 stars

● Palm Desert: 85 reviews, 2.5 stars

● Denver Airport: 17 reviews, 2.5 stars

● Virginia Airport: 15 reviews, 3.5 stars

Things to note:● Low reviews from Palm Desert and

Denver Airport locations● No company feedback on negative or

positive comments● Reviewers “like” negative comments

Competitor’s Have Similar Issues

• Several Panda

Express locations are

are not claimed on

local directories

• Example: Yelp

City Wok’s Yellow Pages Facts:

● Studio City: 4.5 stars, 6 reviews (Positive reviews)

● Palm Desert: 2.5 stars, 3 reviews (Mixed reviews)

● Denver Airport: Not listed

● Virginia Airport: Not listed

Things to note:

● Information is current

● Both airport locations are lacking Yellow Pages

● Negative review & lack of company response

● Utilizing 3 categories (can expand)

City Wok’s FourSquare PageFacts:

● Studio City: 1,082 visitors, 2,520 check-ins, 7.1 rating, 45 tips (Mostly positive reviews)

● Palm Desert: 269 visitors, 407 check-ins, 9 tips (Positive reviews)

● Virginia Airport: 241 visitors, 306 check-ins, 10 tips (Positive reviews)

● Denver Airport: 303 visitors, 349 check-ins, 5.9 rating, 17 tips (Mixed reviews)

Things to note:

● Over 3500 check-in’s combined

● Over 1800 visitors combined

● Over 60 customer reviews

● The mayor has checked in 6 times in the last 60 days (Once every 10 days!)

● Unclaimed pages and uncurrent information

New Marketing Strategy

New Strategy Overview

• Develop mission & vision statements

• Focus on:

o Keyword Strategy, Email Marketing, Mobile

Marketing, Directories, Website, Search Engine

Marketing and Social Network implementations

Mission Statement● Create a mission statement

○ A mission statement provides a clear vision of purpose and where the business is going.

○ The mission statement answers, “Why do we exist?”

● Competitor’s mission statement

○ Panda Express: “Deliver exceptional Asian dining experiences by building an organization wherepeople are inspired to better their lives.”

○ Pick Up Stix: No mission statement found

Vision Statement• Create a vision statement

o Vision statement identifies and describes the future success of the business

o A vision statement answers, “Where do we want to go?”

• Competitor’s vision statemento Panda Express ‘Year 2020’ vision: “To be a world leader in people

development to become loved by our guests.”o Panda Express “1973 Panda Inn” original vision: “Make Life Delicious”o Pick Up Stix: No vision statement found

New Keyword StrategyHomepage asian cuisine chinese food authentic chinese food authentic chinese food

Los angeles chinese food Studio City

On the Menu chinese shrimp city wok menu chinese chicken chinese beef beef chinese

Online Order online order order online studio city delivery chinese order online order chinese online

Catering chinese catering gourmet catering catering chinese food chinese delivery studio city

chinese food delivery studio city

Locations chinese restaurant Los angeles

chinese restaurant Palm Desert

chinese restaurant Studio City

restaurants in palm desert palm desert restaurants

Company chinese restaurant restaurant in palm desert restaurant in studio city chinese takeout menu chinese hollywood

Employment restaurants that are hiring restaurant jobs Los angeles

News Best chinese food in Los angeles

best restaurant in palm desert

best restaurant in studio city

restaurant in studio city restaurant in palm desert

Contact Us city wok Studio City chinese food Los angeles chinese food Palm Desert great chinese great restaurants

Why Keyword Strategy Will Work?

• A detailed keyword strategy lays the foundation for an effective online marketing strategy

• Use of Low, Medium, and light High competition keywords

• Mixing of Short-tail and Long-tail

• Utilizing a mixture of General and Local keywords

• Every page will have keywords that relate back to page

SEO Website Implementations• Create a City Wok Blog

o Example for the blog: Customer experiences/testimonials, new food choices, specials, contests, etc.

o Possibly create a monthly CEO blog/newsletter section to enhance credibility

• Employment page should match URL, currently its under the “Join-the-Team” URL

• Further analyze Google Analytics’ metrics to better understand customers

• Update content and press releases in news section

• Use SEO descriptions to describe pictures

• Update keywords for all the pages

• Create more content on menu pageo Prices and ingredients/food descriptions

Email/Mobile Marketing Implementations

• Increase emails to customers

• E-Club sign up changes:o Coupons must include a review

on an online directory

• Must show the review on a mobile device

• Ability to use the coupons at two airport locations to appeal to business customers

• Produce and develop mobile friendly scanning coupons o Environmentally friendly o Track repeat customers

• Allow coupons for online ordering at the two Southern California locations

Off Page SEO Implementations

• Wikipedia:o Create a City Wok Wikipedia pageo Highlight the four different locations

• Utilize Pay-Per-Click o Display Ads on mobile devices

Retargeting o Google AdWords Campaign

Increase exposure and increase website traffic Emphasize location and demographic targeting

• Increase backlinks from the website o City Wok has 451 backlinks o Panda Express has 64,299 and Pick Up Stix has 1,969 backlinkso Currently, substantially below competitors

Directory Implementations• Yellow Pages :

o Claim all City Wok locations o Create a City Wok Virginia Airport Yellow Page location

• Yelp:o Claim Denver Airport locationo Increase the ratings on Yelp since most are mixed

Example: A possible giveaway for a review

• Foursquare:o Claim all City Wok locationso Update missing information on each location for accuracyo Recognize and reward highly repeating customers

New Social Network Strategy

Facebook Improvements

• Respond to customer comments and questions in a timely manner

• Create contests (like Panda Express) to incite customer interaction, give away gift cards as prizes

• Add more Facebook exclusive coupons to generate more likes

• Run a promoted/sponsored campaign to increase exposure

Creation of City Wok on Youtube

• Create a YouTube account

• Benefits:o 2nd largest search engine (25% of all Google searches)o Comments can help with SEOo Post fan videos of consumers eating company product (create

humorous videos for all to enjoy)o Create exposure with numerous views of these videoso Video content consists of new promotions, contests and brand

awareness

Creation of Instagram Account

• Create a City Wok Instagram account

• Benefits:o Utilize keyword strategy hashtagso Interact with customerso “Regram” customers eating productso Create exposure and brand awarenesso Increase appeal to younger demographico Ability to inform about new locations,

promotions and contests

What We’re Going To Do For You

• Develop an effective keyword strategy and increase backlinks to boost your online presence

• Increase your ROI with increased traffic which will ultimately assist with maximizing sales

• Optimize your social media platforms to engage with customerso Respond to customers in a timely manner

• Update and claim online directories with accurate/current information

• Establish and update an Instagram, Youtube, Wikipedia page, and a blog on a daily basis

• Revamp E-club with mobile friendly coupons/codes

Why Should You Hire

Amplified Affiliates?

Why Work With Us?• We are a very reputable and established company

• We offer several exclusive benefits for our clients including a dedicated Account Manager

• We understand small and large business marketing objectives and capabilities

• We are also extremely knowledgeable and successful in online marketing

• Finally, we will do great things for your company

Thank you! Any questions?